Eliminating systemic communication gaps through service design
Case Study: Aviation Security Identification Cards (ASIC)
Role: Senior UX Designer, Workshop Facilitator
The Challenge
Our ASIC application process created a 40-day communication void, generating frustrated support calls and administrative overhead. This damaged service reputation and created inefficiencies across multiple teams.
My Approach
Workshop design: Brought together siloed teams (application processing, background checking, government liaison, customer service)
Service blueprint: Facilitated collaborative mapping of complete customer journey
Root cause discovery: Identified communication gap during background checking phase
Process analysis: Revealed sequential processing created unnecessary delays
Key findings:
Applicants received initial confirmation then no communication for weeks
Internal teams passed applications through stages without customer updates
Support team fielded enquiries without processing visibility
Mapping out the process from start to finish helped us identify a communication gap of up to 40 days.Key Design Decisions
Process architecture: Restructured workflows to enable parallel processing instead of sequential
Communication strategy: Added proactive messaging and status transparency
Implementation planning: Facilitated detailed planning with each team for new parallel approach
Change management: Coordinated training, system updates, and communication templates
I added a message to the online form, informing the customer of delays upfront.New parallel workflow:
Background checks begin while identity verification continues
Government liaison prepares documentation during internal processes
Quality assurance happens concurrently with final approvals
Combining two processes to happen at the same time, reducing the communication gap.Results
Communication gap eliminated: Restructured processes provided continuous applicant visibility
60% reduction in support overhead: Proactive communication decreased reactive requests
Faster processing: Parallel workflows reduced overall turnaround times
Improved satisfaction: Post-implementation surveys showed increased applicant confidence
Methodological transformation: Service design became standard for process challenges
Key Takeaway
Complex customer experience problems often require organisational solutions rather than design solutions. Effective designers facilitate alignment to unlock improvements no single team could achieve independently.